青岛商场新业态层出不穷 引发商业格局的改变
伴随着人们生活水平的青岛穷引不断提高,日常消费也逐渐开始由需求型向品质型过度。商场时尚消费开始成为消费领域的新业一个新的增长点,以服装、态层化妆品、发商体育、业格健康为主的改变时尚类消费大幅增长。生活水平的青岛穷引提高不仅改变着人们的消费习惯,同时也引发了商业格局的商场改变。
岛城时尚消费增长快速
根据市商务局发布的新业今年春节期间的消费数据显示,品质消费增长迅速,态层成为新的发商消费热点。智能电器、业格金银首饰和节日礼品增长迅速。改变时尚消费品增长迅速,青岛穷引海信广场的进口品牌服装和高端化妆品销售同比分别增长109%、135%。
而从今年2月的消费数据来看,服装鞋帽、针纺织品等衣着类商品销售热点突出。全市服装鞋帽、针纺织品类商品实现销售额 16亿元,同比增长103.7%。其中,鞋帽、服装类商品分别实现销售额2.8亿元、12.6亿元,同比增长134.3%、102.8%。化妆品、金银珠宝、通讯器材等品质消费增长迅速。随着居民生活水平的提高,消费观念进一步转变,品牌、质量、享受消费成为新时尚,拉动品质类消费快速增长。监测显示,化妆品、金银珠宝、通讯器材实现销售额8.9亿元,同比增长31.1%。其中,金银珠宝类商品实现销售额5.5亿元,同比增长39%。
商家抢抓消费升级机遇
面对消费升级所带来的新局面,岛城各大商场也不断调整着经营思路,抢抓消费升级带来的新机遇。海信广场企划部相关负责人介绍,早在两年前,商场就已经察觉到消费正在逐渐年轻化的新格局,经营思路也在不断做出调整,开始重点关注18—35岁之间的年轻消费群体。与40岁以上消费群体的观念显著不同,他们更加注重消费品质和消费体验。针对年轻群体,商场经常推出一些主题活动与消费者进行互动,增强他们的消费体验。此前与银行共同推出抢购彩妆券的活动,当期推出的彩妆券迅速被抢光。除了化妆品外,服装也是时尚消费的主要领域,为了吸引到更多的年轻顾客,商场引进了很多当下受到年轻人欢迎的时尚潮牌,受到消费者的欢迎。
针对人们消费习惯的改变,各大商业综合体也涌现出越来越多全新业态吸引消费者。记者探访万象城、金狮广场、凯德MALL等商业综合体发现,以优衣库、HM、ZARA等快时尚为代表的时尚品牌已经成为各大商业综合体的标配。追赶潮流的电子产品专卖店也逐渐成为各大商业综合体的新业态,苹果、华为、联想、索尼等品牌均大型商业综合体中开设体验店。
引发青岛商业格局之变
消费习惯的改变不但带来了很多新的业态,从某种程度上来说也改变着城市的商业格局。此前,青岛的商场多选址在商业扎堆的商圈,例如高端的东部商圈、热闹的台东商圈以及规模最大的李村商圈。纵观近年来兴起的万象城、凯德MALL、金狮广场等新兴商业综合体,其在选址时并未选择传统的强势商圈,而是另辟蹊径建全新的商业地段。
与传统商业看重商圈为商场带来的客流不同,新兴的商业综合体更注重通过举办丰富多彩活动吸引到更多的消费者。记者从市服务业发展局了解到,以万象城、凯德MALL为代表的12家城市商业综合体2017年总客流量1.3亿人次,实现销售额61.6亿元,同比增长35.4%。值得注意的是,这些城市商业综合体所举办的营销活动已不再是单纯的降价,而是融合了文化、科技等多种元素的娱乐活动,让消费者在购物的同时获得更多美好的体验。
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